One of the most infuriating problems that online ecommerce stores face is the abandoned cart. Every store owner wonders why a sale has nearly been made, but not quite pushed through to payment. The Shopify platform has a handy analysis tool in the admin panel which tells you exactly how many people have added products to carts and how many checked out. We are going to give you some tips to reduce abandoned carts and boost those sales. Although we are Shopify Experts, this information can be utilised across any ecommerce platform.
You may feel some dismay when you see this sight in your Shopify admin panel and you are definitely not alone. Many ecommerce store owners suffer the woes of abandoned carts. In 2013, as many as 74% of online shopping carts were abandoned by shoppers, according to data shared with BI Intelligence by e-commerce data company, Barilliance. In 2014 this figure is set to rise again for the third year running.
The Top Reasons for Shopping Cart Abandonment
Studies have been created to examine exactly why customers abandon their carts. The studies all agree on these four reasons for shopping cart abandonment:
Caution Many web shoppers are extremely cautious about disclosing their personal information. The shopping cart is the point where they will begin to assess your site and get second thoughts about putting in private information. If the checkout process is not secure or too much information is requested, you may find that the user abandons their cart.
Impatience Many customers do their shopping online because they are in a rush. Therefore if your website or shopping cart is too slow then there's little chance that a prospect will be willing to wait. The checkout process should be less than a few minutes long.
Confusion Confusion is a huge factor when contemplating a check out system. If there are too many steps and the checkout is deemed confusing then it is likely you will lose your customer. There are other confusions that may prevent a buyer from converting, such as discount codes not working, unclear delivery advice and unexpected charges.
Indecision Some customers may be window-shopping prices rather than actually committing to buying. Added taxes and shipping fees can make a big difference on price. Therefore shoppers will normally compare various ecommerce stores and see where and who gives them the best deal. It is possible that the same visitor might return later on and make a purchase from your ecommerce store.
Tips to Reduce Abandoned Carts
You would be surprised how many ecommerce store owners fail to test out their own shopping cart. If you suddenly notice that your conversion rate is dropping then it may be a sign that your shopping cart does not work properly. The first course of action that you should take is to analyse the functionality of it. If all seems to be in working order then also try these tips to avoid abandoned carts. - Keep your web design simple: Don't distract their attention with unnecessary banners or gifs. Make sure to use the same look for step of the ordering process to provide a seamless and trustworthy check out.
Keep check out steps low: Keep this number as low as possible, preferably somewhere between one and three! Many ecommerce retailers mess this up because they make their customers register before allowing them to place an order. Don't get rid of registration altogether because it is important to try and collect your customer's information for future marketing purposes. Make it optional, or another great solution is to install a social media login on your site. Your customers can then register their details with just one click. Try the Social Login app for Shopify stores.
Have real contact and location information: Make sure your contact information is as visible as possible on a dedicated page. Websites without contact information never perform well as the visitors have less trust in them. Live chat, contact forms, a physical email address, location address and telephone number are all imperative on a website.
Get rid of any hidden charges: Hiding charges such as shipping or taxes will really knock the confidence of any customer. It is disheartening to think you are buying goods at a certain price only to find hidden costs at the final steps. Make sure your prices are combined to cover this or clearly stated around the site.
If you have good deals, make them clear: If you offer free shipping or next day delivery make sure it is extremely clear on the website and at checkout. For instance, if you offer free shipping over £50 spend and a customer's order comes to £45 they may be inclined to order an extra item and get the free shipping instead of abandoning their cart.
Combined shipping and billing options: If the shipping address is the same as the billing one, provide a checkbox to automatically complete the second.
Make available payment methods clear: Let the customers know from the offset which payment methods are accepted. Visitors will definitely abandon their cart if their payment method is not accepted. Make it clear what services you offer.
Let them know how long is left: On your check out page implement the steps of the process. Use graphic indicators so they know how long they have left to go before completion.
Provide a cart that saves their shopping: The most irritating thing about online shopping is when you lose everything that is in your shopping cart. Allow your users to keep items in their cart for longer with the Persistant Cart feature from the Shopify app store. It is completely free and saves your customer's items in their cart for them. Nifty!
By following these tips you should see a turnaround in shopping cart abandonment. Always keep in mind that even the smallest detail can make the difference between a conversion and an abandoned shopping cart. If you enjoyed this article then do not forget to subscribe to our mailing list below for more ecommerce news.